SCENARIOS
Alberto Culver Company
The Alberto Culver Company manufactures a wide variety of products from hairspray to seasonings.A large number of these products are intended for personal use.The company is divided into three key divisions: toiletries,household,and professional.The toiletries division sells hair care brands such as Alberto VO5,Alberto,and Bold Hold.Additionally,this division handles the FDS line of feminine deodorant products.The household division sells brands such as Mrs.Dash seasonings,Papa Dash salt substitute,Baker's Joy,Sugar Twin,and Static Guard.The professional division sells brands such as Tresemme,TCB,and Indola.Each of the brands listed above contains many individual products with varying formulations,such as the Alberto styling products which include mousse,gel,spritz,spray-in conditioner,and hairspray.
-Refer to Claxton Fruitcakes.There are numerous jokes about the indestructibility of fruitcake-many of them derogatory.To change its consumer image,Claxton periodically engages in public relations campaigns in which it describes fruitcakes in terms of family Christmas traditions.Attempts to move the fruitcake from being perceived by consumers as the butt of jokes to a comfort food is an example of a(n)_____ strategy.

Question

Quizplus · Accepted Answer

Claxton's attempt to change the perception of fruitcake from a joke to a comfort food is an example of repositioning, which involves changing the way a product is perceived or marketed to a different target audience. This can be a way to revive sales or improve a product's image.

SCENARIOS Alberto Culver Company